Qualitative Methods in Business Research (Introducing Qualitative Methods series)

About this book

Qualitative Methods in Business Research is a wide-ranging and accessible book that provides a thorough overview into most common qualitative research methods in business and related fields such as marketing management organization studies and accounting. This book offers a practical how-to guide to using qualitative methods and covers all the major qualitative approaches in business research including: Case study research Ethnography Narrative inquiry Discourse analysis Grounded theory Action research Within each approach the authors consider crucial issues such as framing the research generating research questions getting access collecting empirical data reporting the results and evaluating the research. The book provides a comprehensive view into the whole research process in business research including the evaluation and the writing processes of qualitative research. Original case studies drawn from around the world are included throughout to demonstrate the practical applications of the methods. As well as providing a complete student-friendly introduction to qualitative research methods the book will also be a valuable and longstanding reference book for researchers and practitioners who want to update and widen their knowledge and skills in the area.